A survey of effectiveness of positioning strategies of Kenya's tourism industry

Date

Author

Metadata

Abstract

This study was conducted with the objective of finding out the current positioning
strategies of Kenya tourism industry, and their effectiveness. The study also
intended to find out the important factors in the repositioning of the tourism
industry in Kenya.
To achieve the above objectives, a sample of 70 respondents was picked. Out of
the 70 picked, 30 were customers (tourists), 20 were local tourism stakeholders
(travel agents/operators and hotels), and 20 were travel agents at the main tourist
source markets. Three different questionnaires were therefore used. All the
questionnaires administered to the three groups had unstructured, semi-structured .
and likert scale questions. Convenience sampling was used in identifying the
actual respondents in the various categories.
The data collected was analyzed using mainly the percentages, means
and standard deviations.
Analysis of the data indicated that Kenya does not appear to have a clear
positioning strategy in place for the tourism industry. As such, one can not talk of
it being effective. Further, various factors were brought out as important in
repositioning Kenya as a tourist destination. Such factors included communication
which is market-oriented to the source markets, dealing with insecurity at the local
level, promoting Kenya as a one-stop wide variety provider in the industry,
promoting the destination as upmarket and offering value for the customer money,
improving the conditions of roads and better management of the natural resources
(parks and animals) and the environment